Love marketing journalism? Apply here to become a full-time associate editor of our sister publication, Marketing Dive.

Build Your Future-Proof Mobile Strategy: Wiring and Finishing

ImageYou’ve laid the foun­da­tion of a solid mobile strat­egy, align­ing deep cus­tomer insights with pow­er­ful and prac­ti­cal tech­nolo­gies. Now you’re ready to out­fit your struc­ture with a rel­e­vant and engag­ing mobile con­tent strat­egy tar­geted to your cus­tomers’ unique motivations.

Your first goal is to con­sis­tently deliver con­tent that res­onates with your audi­ence, but it doesn’t end there. Given how rapidly the mobile land­scape is advanc­ing and chang­ing, you will also need to con­tin­u­ously evolve your apps for the lat­est devices, chan­nels, inte­gra­tions, and capa­bil­i­ties. This may sound over­whelm­ing, but remem­ber: you only need to tackle the con­tent and tech­no­log­i­cal advances most rel­e­vant to your cus­tomers. Just as your cus­tomer data formed the foun­da­tion of your strat­egy, it will con­tinue to inform the wiring, fin­ish­ing, and unique details of your brand’s mobile properties.

Flex­i­bil­ity Is Strength

An inde­struc­tible mobile strat­egy knows how to bend so it won’t break. Be pre­pared to con­tin­u­ously evolve in response to chang­ing cus­tomer needs. The best prepa­ra­tion is to invest in flex­i­ble tech­nol­ogy that will keep pace with dig­i­tal progress. New mobile app devel­op­ment tech­niques are guar­an­teed to come; build a struc­ture that allows you to incor­po­rate new tech­niques with­out need­ing to tear down and rebuild from scratch. This will save you devel­op­ment costs in the long run, and ensure that you can respond to cus­tomers fast enough to main­tain their trust and loyalty.

Wire Your Con­tent to Reach Mul­ti­ple Channels

Your con­tent and brand mes­sag­ing needs to seam­lessly span mul­ti­ple chan­nels to mir­ror the ways peo­ple inter­act and search for infor­ma­tion on their mobile devices. Push­ing rel­e­vant con­tent across sev­eral chan­nels at once, or in con­cert, requires a coor­di­nated team effort and care­fully man­aged work­flows.

Build­ing automa­tion into your strat­egy is a smart way to make sure you don’t miss an impor­tant touch point in the cus­tomer jour­ney. Lowe’s began using digital publishing technology to dis­trib­ute Cre­ative Ideas. The Web mag­a­zine of home improve­ment inspi­ra­tion includes inter­ac­tive do-it-yourself (DIY) con­tent com­bin­ing video tuto­ri­als and instruc­tional guides in a mobile app for­mat. The con­tent is dynamic, reg­u­larly updated, intu­itive to nav­i­gate, and can be accessed on Lowe’s web­site, and on iPhone, iPad, iPod touch, and Android devices. The con­tent also gets pub­lished to YouTube, Face­book, Pin­ter­est, the company’s own blog­ger net­work, out­side net­works, and more.

Although there are many dif­fer­ent avenues for con­nect­ing your mobile apps to cus­tomers, the aim is to deliver con­sis­tent con­tent across channels

Build a Global Destination

Your mobile pres­ence can be a global pres­ence, reach­ing cus­tomers across cul­tures, lan­guages, and lat­i­tudes. This doesn’t mean build­ing new prop­er­ties for each loca­tion. You can local­ize your exist­ing assets with geolo­ca­tion and trans­la­tion inte­gra­tions that will tar­get con­tent to the user’s unique con­text. As your brand grows, you may also con­sider empow­er­ing local teams to man­age orig­i­nal con­tent for each region, while con­tin­u­ing to gov­ern your mobile con­tent from one cohe­sive and inter­con­nected inter­face. Open your doors to inter­na­tional vis­i­tors by per­son­al­iz­ing, not redesign­ing, assets and content.

Mobile gives us the amaz­ing abil­ity to be both global and hyper­local. A global strat­egy is impor­tant to the busi­ness that needs—or hopes—to scale up; and we all need geolo­ca­tion to enable us to reach indi­vid­u­als where they are, even as they travel.

Don’t Bypass Inspections

With your mobile strate­gies under­way, you can begin to opti­mize each step of the cus­tomer jour­ney through test­ing and ana­lyt­ics. Dis­cover your points of fric­tion, or places of weak reten­tion, like pages with slow load times, overly com­plex forms, and con­fus­ing or buried nav­i­ga­tion but­tons. Then mend the leaks and pol­ish the fix­tures by test­ing design and lan­guage variations.

Your cus­tomers have end­less dig­i­tal dis­trac­tions to choose from. Make sure your every inter­ac­tion is draw­ing them into deeper engage­ment with your brand, and not send­ing them into the arms of a com­peti­tor. With mobile apps, you can access mul­ti­ple pieces of data on indi­vid­ual users, enabling you to per­son­al­ize the expe­ri­ence in unique ways. When you do act on cus­tomer data, make sure you are deliv­er­ing value to the user and not sim­ply spam­ming them with offers.

Weather the Tech­no­log­i­cal Changes

Think about the entire life­cy­cle of a cus­tomer and be able to adapt the mobile app expe­ri­ence to the engage­ment and pur­chase cycle. This will lead to greater busi­ness value and longevity in your mobile efforts. For exam­ple, rather than build­ing a throw­away app for a sin­gle event, think about devel­op­ing an app that has life long after the con­fer­ence or fes­ti­val is over.

Path to pur­chase looks rad­i­cally dif­fer­ent today than it did 10 years ago, and it will con­tinue to evolve. Con­sumers expect highly rel­e­vant, context-sensitive dig­i­tal expe­ri­ences, regard­less of their device and loca­tion. Meet­ing these expec­ta­tions is no easy feat, but it can be accom­plished with a flex­i­ble, long-term mobile mar­ket­ing strat­egy built on advanced tools and cus­tomer insights.

Make sure your mobile expe­ri­ence and con­tent can evolve. Mobile is an oppor­tu­nity to take a highly per­son­al­ized approach to cus­tomer engage­ment. What you learn in the process will become use­ful in future iter­a­tions, when even smaller and more context-relevant screens appear on smart watches and wear­ables. Most impor­tantly, use your data to drive rel­e­vance and per­son­al­iza­tion and you’ll be able to weather the changes and com­pe­ti­tion to come.

This post originally appeared on the Adobe Digital Marketing blog at


Join The Conversation

Webinars On Demand